Consider for a moment that you are interested in buying a new car. Over the past few months how many advertisements have you seen for cars like Volvo, Ford, and Audi? Are these cars available in your city? Now imagine you saw an advertisement for a car by Samsung. Let me explain why this is not only useless it hurts revenue. Samsung cars are popular in South Korea however, they are almost unheard of in North America. This scenario applies to every single continent and country. Most Ad Networks specialize in one continent, typically North America and Europe. To date we have not found one Ad Network which can truly optimize on a global level. Many claim global monetization however, you have to realize this is done by utilizing Ad Exchanges to fill your inventory. This method lowers your revenue while increasing your fill-rate. Rather we encourage and help publishers find Ad Networks that specialize in a specific regions and optimize based on their strengths.
Passback tags, sometimes refereed to as default tags, allow unfilled inventory to be sent to another Ad Network. Setting floor rates is another benefit of using passback tags. If you do not set a floor rate then you allow your inventory to be sold at ridiculously low rates. I have personally seen companies pay $0.01 eCPM which is less than the cost of operating the Ad Server and literally free advertising. This is great for the Ad Network but horrible for the publisher. By setting a floor rate of $0.09 eCPM you protect yourself from two things. First, losing revenue to advertisers hunting for a bargain as I mentioned above. Secondly, anyone advertising under $0.09 eCPM likely has a horrible product, service, or offer and the quality of the Ad Network itself might be worth questioning. Otherwise it might be worth noting that the floor rate varies from one website to another. Regardless it is an important step in optimizing your revenue. And if all else fails let us help optimize your traffic and increase your revenue!